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Gersh is stepping up its international content ambitions with the launch of Victoria House, the new identity of Emmy-winning Spanish production outfit You First Originals, as the U.S. talent agency completes the integration
of You First under its global brand on Oct. 15.
The move gives Victoria House access to Gersh’s international talent network and opportunities to explore new financing and co-production partnerships, while preserving the Spanish company’s creative independence.
The rebranding follows Gersh’s 2024 acquisition of Madrid-based You First, a move into global sports representation that doubled the agency’s workforce to more than 600 employees and extended its reach to 22 offices across 14 countries.
“It’s not easy to find a production company with access to an international talent network as powerful as Gersh’s,” Victoria House managing director Javier Martínez told Variety. “At the same time, we have the creative freedom to develop original stories and work with talent, creators and IP from any source.”
Martínez continues to lead the company alongside Luis Miguel Calvo, head of content at Gersh International. Both oversee the creative direction and serve as executive producers on Victoria House projects. Joanna Pardos, with the company since 2022, heads projects and content development, having directed “It’s All Over,” “Alexia” and the upcoming “Criminopatía.”
Scripted fiction is a key growth driver, with Victoria House co-producing Lucía Alemany’s “Alexia,” inspired by the early life of Spanish soccer star Alexia Putellas, alongside LaZona, LaCima Producciones and Odessa Films. Backed by Movistar Plus and 3Cat, the film is slated for theatrical release in 2027. Victoria House previously produced Prime Video’s International Emmy-nominated docuseries “Alexia: Labor Omnia Vincit.”
Looking ahead to 2028 and 2029, Victoria House is developing two further scripted features, including what Martínez describes as “a kind of Spanish ‘Billy Elliot,’” inspired by an extraordinary true story with strong emotional and social dimensions.
“We want to diversify into fiction, documentaries and entertainment while staying true to our DNA: talent-driven stories with social relevance and the ability to reach broad audiences,” Martínez said.
The company is also expanding its true-crime business, following HBO Max’s “11 Tiros.” Set for 2027, its Netflix documentary series “Criminopatía” adapts Clara Tiscar’s successful true-crime podcast, bringing an established IP with a loyal following to television. Further investigative projects are being developed around exclusive access to compelling real-life stories.
The new slate builds on five years of production for Netflix, Prime Video and HBO Max under the You First Originals banner, during which the company earned two International Emmy nominations and won the 2025 International Emmy for Best Sports Documentary with “It’s All Over: The Kiss That Changed Spanish Football.”
The newly rebranded producer will operate within Gersh International’s content division, alongside its podcast, YouTube and branded entertainment businesses.
